How Mobile Marketing Works

Mobile marketing is any advertising campaign that promotes products and services through mobile devices such as tablets and smartphones.

Mobile marketing uses the functions of modern mobile technology, including location services, to customize marketing activities based on an individual’s location.

Mobile marketing is a technology that can be used to create personalized promotions of goods or services for users who are continuously connected to the Internet.

Mobile marketing can include promotions via SMS text messages, MMS multimedia messages, downloaded apps via push notifications, in-app or in-game marketing, via mobile websites or by scanning QR codes using mobile devices.

Proximity systems and location-based services can alert users based on geographic location or proximity to service providers.

With the popularity of mobile devices, mobile marketing is an indispensable tool for companies large and small. The main players in this field are brands (and the companies they represent through advertising) and service providers that support mobile advertising.

The target audience of mobile advertising is not demographics, but behaviors. (Although demographics play a role, for example, iPad users tend to be older and wealthier).

A noteworthy behavior in the mobile marketing field is “snacks”, which refers to the moment when a mobile device user signs in for media or messaging. Seeking instant gratification means that marketers have more points of contact.

How Mobile Marketing Works

In mobile marketing, devices (especially screen size) do make a difference-smartphone and iPad tablet users react differently to mobile marketing. For example, smartphone users tend to find the most relevant information content, while iPad users tend to be attracted by interactive advertising, which is characterized by rich media presentations with eye-catching images (content messaging is a secondary issue ).

Mobile Marketing vs. Traditional Marketing

Unlike traditional marketing methods, mobile marketing takes advantage of the fact that many mobile device users carry them with them. As a result, location-based services can collect customer data and then provide coupons, deals, or promotions based on their distance from stores or places frequented by consumers.

These marketing activities can be more targeted and targeted at specific users, so they should be more effective for companies that conduct marketing. An example might be a marketing campaign that can send customers food-related coupons when they enter a particular supermarket within half a mile.

Criticism of Mobile Marketing 

There are privacy issues related to how data collected by mobile devices are used and whether companies have the right to collect such data without explicit consent.

If it falls into the wrong hands due to data theft or poor information security, such data can be used for identity theft or sending spam. Moreover, it can be considered that tracking someone’s position and movement is somewhat cross-line.

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